Survey: 90% of consumers say buying decisions are influenced by online reviews
A new survey from research firm Dimensional Research provides an interesting look into how reviews on sites like Yelp, TripAdvisor, and other online listing sites impact consumer buying decisions.
According to the survey, which included responses from 1,046 respondents in the US, 90% of consumers who recalled reading online reviews claimed that positive reviews influenced their decision to buy. On the flipside, 86% said that negative reviews had also influenced buying decisions.
The survey also found that while negative reviews are most commonly found on popular review sites, positive reviews are most frequently seen on social media—with 44% coming from Facebook. See Link